The first time you go to do a competitive analysis, you’re like “I got this, it’ll be easy, I’ll just look at these 3 things…”
And then when analyzing them, you realize another 3 things you need to do.
And then another 2 things. And then 8.
Finally you realize that analyzing your competitors can be pretty complicated and maybe you were a little cocky before you knew what you were getting into.
It’s not necessarily that this is an insanely hard job. But there’s so much that you could possibly do and measure and look at, that just jumping in on a whim will definitely lead to overwhelm.